Project Overview
Aster was the final apartment building at Cedar Woods' Jackson Green development in Clayton South.
Jackson Green was a project launched over 4 years ago and had already gone through many apartment and townhouse releases. Therefore, it was really important that we make sure Aster felt fresh and new to send the development off with a bang.
Project Commissioner
Project Creator
Team
Lars Weisenberger - Creative Director/Copywriter
Alysha Sandow - Design Director
Jasmine Kaur - Senior Designer/Illustrator
Ant Bray - Account Director
Amelia Harrison - Account Manager
Project Brief
The brief for Aster was to create a brand that felt stand alone, even though the building would be part of the already established Jackson Green development.
To date, the townhouse and apartment building releases at Jackson Green had adhered to a very similar design aesthetic, providing them with a consistency and maximising brand equity. Aster had been designed for a younger market than all the other releases though, so our brief was to change the look to ensure it felt young, fresh and vibrant, but with subtle connections back to the brands that had preceded it.
One of those subtle connections was through the name Aster, which was provided to us by the developer. There had been a botanical theme that had run through all the Jackson Green branding since its inception and they were keen to maintain that, just in a reimagined way.
Project Innovation/Need
Innovation has been the key to ensuring that not only Aster, but every release at Jackson Green has felt new, yet continued a narrative that was started years ago.
When we began the project, we knew that its sales cycle would span years, so we deliberately created a brand that could evolve over time and adapt to different target markets.
Now that we have completed the final piece of the puzzle in Aster, we can reflect back on the journey and see clearly how this evolution has taken place.
The thing that sets Aster apart from all previous releases though is the inclusion of illustration as the key visual aspect of the brand. The botanical imagery is used in many different ways throughout the collateral to ensure it all feels cohesive and consistent.
Design Challenge
As mentioned previously, our biggest innovation has stemmed from our greatest challenge. Keeping a brand feeling fresh and relevant over a long period of time is no easy feat.
Design can date, tastes can change and the economic environment is always fluid. Our ability to move with these changes and in most cases stay ahead of them has been a constant challenge and our greatest triumph.
With every new release the job gets a little harder, however, we believe we have been able to rise to the occasion, particularly with our interpretation for Aster.
Effectiveness
Aster has only just begun their registration of interest campaign and therefore, we do not have a lot of data to measure effectiveness at this stage. Couple that with the fact that we're in the midst of a pandemic and we're not even sure how to gauge what results we should be expecting.
We can however, look at the effectiveness of the brand in achieving the goals set out by the client brief and in that scenario, Aster has exceeded expectation. It was approved on the spot in our very first presentation to the client! We're hopeful the reaction will be just as positive with potential purchasers in the coming weeks and months.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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